Chevrolet ranked dead last in the 2021 J.D. Power Customer Service Index (CSI) Study, which aims to gauge the level of satisfaction with various brands’ service centers among owners of one to three-year-old vehicles.
This study is based on the evaluations of 4,918 interviews with new-vehicle owners in Mexico that occurred approximately 12 to 36 months after they purchased a new vehicle. The study, which was fielded from May to September 2021, asked participants to evaluate their vehicle brand’s service center based on five metrics: service quality, service advisor, vehicle pick-up, service facility and service initiation. J.D. Power then used these owner responses to award each brand a score based on a 1,000 point scale, with a higher score reflecting a stronger performance.
Chevy earned a score of 813, placing it dead last among mass-market brands. While Chevy performed poorly in this study compared to competing brands, the points spread between last and first was relatively small. The best-performing brand, Mazda, earned a score of 874 – only 61 points higher than Chevy’s score. This appears to suggest that Chevy service centers could earn a much higher score by implementing minor changes to improve the customer’s experience.
According to J.D. Power, automakers can easily earn a higher score in the CSI by using technology to help owners book service appointments. Using technology to keep the customer informed about the status of their vehicle throughout the service visit is also an important contributor to customer satisfaction.
“The pandemic pushed digital sales to the forefront and owners want to keep having a digital experience when servicing their vehicle,” said Gerardo Gomez, senior director and country manager at J.D. Power de Mexico. “Satisfaction is up and it could be even higher. Dealers taking to technology have an advantage with customer retention and loyalty. When mixing in attention to detail and hyper communicating with a customer throughout the entire service experience, you have a winning formula for high service satisfaction.”